Why Upsells Should Be a Key Consideration of Visitor Attraction Management

Why Upsells Should Be a Key Consideration of Visitor Attraction Management

October 10, 2023

Visitor attractions have multiple income streams to help support and grow their business, but many fail to use them all to their maximum potential. Whether you have on-site events, games, and eateries, or extras and experiences guests can redeem at the door, you should be looking to upsell as much as possible.

But what exactly is upselling, what can you upsell at your venue, and how can your facilities and ticketing system help? Read on to discover the answers to these questions and more!

What is Upselling?

Upselling is the process of encouraging guests to purchase additional products, experiences, or add-ons during their visit to your attraction. This can often be done at several key stages during the customer’s user journey while interacting with your online presence, or indeed in person around your venue.

For example, if your attraction utilises an online booking system, you may want to encourage visitors to add certain additional experiences or products to their cart while booking tickets. This can be in the form of pop-ups, ads, or as optional add-ons while checking out.

This gives you the opportunity to get customer eyes on certain products or promotions that may have otherwise been missed, and your customers may be inclined to purchase them due to the excitement of booking their visit.

By selecting the right products at the right stages in the journey, you could see a big increase in sales!

What You Could Upsell at Your Attraction

No matter the industry you work in, your attraction will be able to upsell something to your customers. From something as simple as a t-shirt in your gift shop to a full animal meet-and-greet experience, the options are endless.

Farm parks, zoos, and aquariums that operate petting or feeding demonstrations can upsell these unique experiences to their customers, increasing the number of people that try them day-to-day.

Additionally, you could look to advertise animal adoptions or sponsorships to your loyal or general guests, who may be looking to support your attraction, and any partnered conservation efforts, further.

If you operate a museum or art gallery, you can look to upsell specific limited-time exhibitions that may have an extra cost, or even related items in your gift shop.

For theme parks or larger family-orientated attractions, you might be looking to promote on-site carnival game stalls, like hooking rubber ducks or ball-in-the-bucket games, or fast passes and overnight accommodation.

The list goes on – there are plenty of examples that your attraction could implement to help increase your revenue from secondary income streams, you just need to be imaginative and make the most of what your attraction already has.

How Your Attraction Ticketing Software Can Help

Your attraction ticketing software should do more than just sell tickets and admit your guests. There’s no reason that your ticketing system shouldn’t just be a part of a wider management solution, which can help promote upsells to your guests effectively, like VenposCloud.

Plus, you should think about using your family and entertainment ticketing software to promote more accessible attraction experiences, such as easy-access passes for people with mobility challenges or sensory room admittance for those who need it.

For example, theme park specific ticket software could be used to promote a fast-pass or accessibility pass at checkout alongside other special experiences like 4D cinemas, limited-time attractions, or arcade games.

On the same vein, tailored farm attraction ticketing software could be used to promote your accessible and inclusive petting or feeding experiences. If they are excited about visiting, or have young children coming with them, they will be more inclined to add these experiences to their basket!

Lastly, and perhaps most importantly for charitable organisations, you can use your user journey to promote and upsell additional donations from your visitors. Combined with our Gift Aid software, you could even automatically claim the additional 25% on those donations, too!